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market position

A company's place in the market in relation to its competitors. Position can be ranked by various factors.

brand preference

A strong preference for one brand over another, typically demonstrated by purchasing habits.

brand archetype(s)

A group of twelve personality archetypes based on categories defined by Swiss psychiatrist Carl Jung: the ruler, the artist / creator, the caregiver, the innocent, the sage, the explorer, t...

brand salience

The degree to which a brand sticks out to be recognized among competitors and recalled by its intended audience.

brand attributes

Characteristics of a brand that inform how it is expressed to audiences. Some attributes are hygiene factors shared by all brands in the category. Other attributes aim to be unique to the b...

brand value

The net value of the cash flows that can be attributed to the brand dimension of an offering. An intangible asset of a business that helps to make up the difference between a company’s book...